989
Views
13
CrossRef citations to date
0
Altmetric
Articles

The influence of course experience, satisfaction, and loyalty on students’ word-of-mouth and re-enrolment intentions

, ORCID Icon, &
Pages 259-277 | Received 24 Oct 2019, Accepted 10 Oct 2020, Published online: 02 Dec 2020

References

  • Ahluwalia, R. (2000). Examination of psychological processes underlying resistance to persuasion. Journal of Consumer Research, 27(2), 217–232. https://doi.org/10.1086/314321
  • Ajzen, I. (1991). The theory of planned behavior. Organisational Behaviour and Human Decision Process, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
  • Ajzen, I. (2002). Perceived behavioral control, self-efficacy, locus of control, and the theory of planned behavior. Journal of Applied Social Psychology, 32, 665–683. https://doi.org/10.1111/j.1559-1816.2002.tb00236
  • Ali, H. M., & Musah, M. B. (2012). Investigation of Malaysian higher education quality culture and workforce performance. Quality Assurance in Education, 20, 289–309. https://doi.org/10.1108/09684881211240330
  • Amegbe, H., Hanu, C., & Mensah, F. (2019). Achieving service quality and students' loyalty through intimacy and trust of employees of universities: A test case of Kenyan universities. International Journal of Educational Management, 33(2), 359–373. https://doi.org/10.1108/IJEM-09-2017-0251
  • Arboleda, A. M., & Alonso, J. C. (2017). Students' emotional experience at the university: An alternative approach to understanding students as consumers. Services Marketing Quarterly, 38(3), 129–141. https://doi.org/10.1080/15332969.2017.1325642
  • Athiyaman, A. (1997). Linking student satisfaction and service quality perceptions: The case of university education. European Journal of Marketing, 31(7), 528–540. https://doi.org/10.1108/03090569710176655
  • Berger, J., & Schwartz, E. M. (2011). What drives immediate and ongoing word-of-mouth? Journal of Marketing Research, 48(5), 869–880. https://doi.org/10.1509/jmkr.48.5.869
  • Botelho, M. G., Gao, X., & Jagannathan, N. (2019). A qualitative analysis of students' perceptions of videos to support learning in a psychomotor skills course. European Journal of Dental Education, 23(1), 20–27. https://doi.org/10.1111/eje.12373
  • Bowden, J. L. H. (2011). Engaging the student as a customer: A relationship marketing approach. Marketing Education Review, 21(3), 211–228. https://doi.org/10.2753/MER1052-8008210302
  • Cao, J. T., Foster, J., Yaoyuneyong, G., & Krey, N. (2019). Hedonic and utilitarian value: The role of shared responsibility in higher education services. Journal of Marketing for Higher Education, 29(1), 134–152. https://doi.org/10.1080/08841241.2019.1605439
  • Carter, S., & Yeo, A. C. M. (2016). Students-as-customers' satisfaction, predictive retention with marketing implications: The case of Malaysian higher education business students. International Journal of Educational Management, 30(5), 635–652. https://doi.org/10.1108/IJEM-09-2014-0129
  • Caruana, A. (2002). Service loyalty: The effects of service quality and the mediating role of customer satisfaction. European Journal of Marketing, 36(7/8), 811–828. https://doi.org/10.1108/03090560210430818
  • Carvalho, L., Brandão, A., & Pinto, L. H. (2020). Understanding the importance of eWOM on higher education institutions’ brand equity. Journal of Marketing for Higher Education. doi:10.1080/08841241.2020.1788196
  • Casidy, R., & Wymer, W. (2015). The impact of brand strength on satisfaction, loyalty, and WOM: An empirical examination in the higher education sector. Journal of Brand Management, 22(2), 117–135. https://doi.org/10.1057/bm.2015.6
  • Chen, C. T. (2016). The Investigation on Brand image of university education and students’ word-of-mouth Behavior. Higher Education Studies, 6(4), 23–33. https://doi.org/10.5539/hes.v6n4p23
  • Chinyoka, A., & Mutambara, E. (2020). The challenges of revenue generation in state universities: The case of Zimbabwe. Cogent Social Sciences, 6(1), 1748477. https://doi.org/10.1080/23311886.2020.1748477
  • Chirisa, I., Mukarwi, L., & Matamanda, A. R. (2018). Sustainability in Africa: The service delivery issues of Zimbabwe. In R. Brinkmann & S. Garren (Eds.), The Palgrave handbook of sustainability (pp. 699–715). Palgrave Macmillan. https://doi.org/10.1007/978-3-319-71389-2_37
  • Chuah, P., & Lim, P. (2018). Applying quality tools to improve student retention supporting process: A case study from WOU. Asian Association of Open Universities Journal, 13(1), 60–72. https://doi.org/10.1108/AAOUJ-01-2018-0003
  • Dao, M. T. N., & Thorpe, A. (2015). What factors influence Vietnamese students' choice of university? International Journal of Educational Management, 29(5), 666–681. https://doi.org/10.1108/IJEM-08-2014-0110
  • Dijkstra, T. K., & Henseler, J. (2015a). Consistent partial least squares path modeling. MIS Quarterly, 39(2), 297–316. https://doi.org/10.25300/MISQ/2015/39.2.02
  • Dijkstra, T. K., & Henseler, J. (2015b). Consistent and asymptotically normal PLS estimators for linear structural equations. Computational Statistics & Data Analysis, 81, 10–23. https://doi.org/10.1016/j.csda.2014.07.008
  • Edwards, C., Edwards, A., Qing, Q., & Wahl, S. T. (2007). The influence of computer-mediated word-of-mouth communication on student perceptions of instructors and attitudes toward learning course content. Communication Education, 56(3), 255–277. https://doi.org/10.1080/03634520701236866
  • Elliott, K. M., & Healy, M. A. (2001). Key factors influencing student satisfaction related to recruitment and retention. Journal of Marketing for Higher Education, 10(4), 1–11. https://doi.org/10.1300/J050v10n04_01
  • Fernandes, C., Ross, K., & Meraj, M. (2013). Understanding student satisfaction and loyalty in the UAE HE sector. International Journal of Educational Management, 27(6), 613–630. https://doi.org/10.1108/IJEM-07-2012-0082
  • Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research. Addison-Wesley.
  • Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of Marketing Research, 18(3), 382–388. https://doi.org/10.1177/002224378101800313
  • Gallegos, J., & Vasquez, A. (2019). Explaining university student loyalty: Theory, method, and empirical research in Chile. Academia Revista Latino Americana de Administración, 32(4), 525–540. https://doi.org/10.1108/ARLA-02-2019-0049
  • Garwe, E. (2015). Student voice and quality enhancement in higher education. Journal of Applied Research in Higher Education, 7(2), 385–399. https://doi.org/10.1108/JARHE-05-2014-0055
  • Garwe, E. C., & Thondhlana, J. (2019). Higher education systems and institutions, Zimbabwe.
  • Guilbault, M. (2016). Students as customers in higher education: Reframing the debate. Journal of Marketing for Higher Education, 26(2), 132–142. https://doi.org/10.1080/08841241.2016.1245234
  • Guilbault, M. (2018). Students, as customers in higher education: The (controversial) debate needs to end. Journal of Retailing and Consumer Services, 40, 295–298. https://doi.org/10.1016/j.jretconser.2017.03.006
  • Hair, J., Hollingsworth, C. L., Randolph, A. B., & Chong, A. Y. L. (2017). An updated and expanded assessment of PLS-SEM in information systems research. Industrial Management & Data Systems, 117(3), 442–458. https://doi.org/10.1108/IMDS-04-2016-0130
  • Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
  • Helgesen, Ø., & Nesset, E. (2007). Images, satisfaction and antecedents: Drivers of student loyalty? A case study of a Norwegian University College. Corporate Reputation Review, 10, 38–59. https://doi.org/10.1057/palgrave.crr.1550037
  • Hemsley-Brown, J., & Oplatka, I. (2015). University choice: What do we know, what don't we know and what do we still need to find out? International Journal of Educational Management, 29(3), 254–274. https://doi.org/10.1108/IJEM-10-2013-0150
  • Henning-Thurau, T., Lager, M. F., & Hansen, U. (2001). Modelling and managing student loyalty: An approach based on the concept of relationship quality. Journal of Service Research, 3(1), 331–344. https://doi.org/10.1177/109467050134006
  • Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
  • Hill, F. M. (1995). Managing service quality in higher education: The role of the student as primary consumer. Quality Assurance in Education, 3(3), 10–21. https://doi.org/10.1108/09684889510093497
  • Hirschberg, J., Lye, J. N., Davies, M., & Johnston, C. G. (2015). Measuring student experience: Relationships between teaching quality instruments (TQI) and Course Experience Questionnaire (CEQ) [Resource document]. Australian Learning and Teaching Council, Strawberry Hills, NSW.
  • Ho, Q. N., & Dang, N. P. (2017). Effect of university image on student satisfaction, student loyalty, and word of mouth intention- the case of the International University - VNU – HCM. Proceedings of NIDA International Business Conference, Thailand (pp. 139–150). http://nidabusinessschool.com/files/Conference%202018/NIDA_Conference_Proceedings_Final2017.pdf#page=146
  • James, L. T., & Casidy, R. (2018). Authentic assessment in business education: Its effects on student satisfaction and promoting behaviour. Studies in Higher Education, 43(3), 401–415. https://doi.org/10.1080/03075079.2016.1165659
  • Jones, T., & Taylor, S. F. (2007). The conceptual domain of service loyalty: How many dimensions? Journal of Services Marketing, 21(1), 36–51. https://doi.org/10.1108/08876040710726284
  • Kahu, E. R., & Nelson, K. (2018). Student engagement in the educational interface: Understanding the mechanisms of student success. Higher Education Research & Development, 37(1), 58–71. https://doi.org/10.1080/07294360.2017.1344197
  • Kahu, E. R., Picton, C., & Nelson, K. (2020). Pathways to engagement: A longitudinal study of the first-year student experience in the educational interface. Higher Education, 79, 657–673. https://doi.org/10.1007/s10734-019-00429-w
  • Kashif, M., & Cheewakrakokbit, P. (2018). Perceived service quality-loyalty path: A PAKSERV based investigation of international students enrolled in business schools in Thailand. Journal of Marketing for Higher Education, 28(1), 51–65. https://doi.org/10.1080/08841241.2017.1402113
  • Keong, L. K. K., & Baharun, R. (2017). Integrated model of brand image, brand attachment and behavioral intentions: Review and concept. International Journal of Applied Business and Economic Research, 15(21), 277–285. http://www.serialsjournal.com
  • Keong, L. K., Baharun, R., & Wahid, A. N. (2018). Provide good service quality to satisfy students' needs and make them become loyal students. International. Journal of Supply Chain Management, 7(1), 36–42. http://ojs.excelingtech.co.uk/index.php/IJSCM/article/view/1845
  • Lai, M. M., Lau, S. H., Yusof, N. A. M., & Chew, K. W. (2015). Assessing antecedents and consequences of student satisfaction in higher education: Evidence from Malaysia. Journal of Marketing for Higher Education, 25(1), 45–69. https://doi.org/10.1080/08841241.2015.1042097
  • La Roche, C. R., Flanigan, M. A., & Copeland JrP. K. (2010). Student housing: Trends, preferences and needs. Contemporary Issues in Education Research (CIER), 3(10), 45–50. https://doi.org/10.19030/cier.v3i10.238
  • Le, T. D., Robinson, L. J., & Dobele, A. R. (2020). Understanding high school students use of choice factors and word-of-mouth information sources in university selection. Studies in Higher Education, 45(4), 808–818. https://doi.org/10.1080/03075079.2018.1564259
  • Liu, X. (2013). An evaluation index system of undergraduate education quality based on an analytic hierarchy process model. World Transactions on Engineering and Technology Education, WIETE, 11(4), 470–475. http://www.wiete.com.au/journals/WTE&TE/Pages/Vol.11,%20No.4%20(2013)/21-Liu-X.pdf
  • Mallika Appuhamilage, K., & Torii, H. (2019). The impact of loyalty on the student satisfaction in higher education: A structural equation modeling analysis. Higher Education Evaluation and Development, 13(2), 82–96. https://doi.org/10.1108/HEED-01-2019-0003
  • Manohar, S. (2018). Mediation effect of service quality between service innovation and customer word-of-mouth in Indian higher education system. International Journal of Business Excellence, 16(2), 127–148. https://doi.org/10.1504/IJBEX.2018.094701
  • Manzoor, S. R., Ho, J. S. Y., & Al Mahmud, A. (2020). Revisiting the ‘university image model’ for higher education institutions’ sustainability. Journal of Marketing for Higher Education. doi:10.1080/08841241.2020.1781736
  • Massoud, H. K., & Ayoubi, R. M. (2019). Do flexible admission systems affect student enrollment? Evidence from UK universities. Journal of Marketing for Higher Education, 29(1), 84–101. https://doi.org/10.1080/08841241.2018.1562507
  • Mavondo, F. T., Tsarenko, Y., & Gabbott, M. (2004). International and local student satisfaction: Resources and capabilities perspective. Journal of Marketing for Higher Education, 14(1), 41–60. https://doi.org/10.1300/J050v14n01_03
  • Mpofu, J., Chimhenga, S., & Mafa, O. (2013). Funding higher education in Zimbabwe: Experience, challenges and opportunities of the cadetship scheme. In D. Teferra (Ed.), Funding higher education in Sub-Saharan Africa (pp. 327–350). Palgrave Macmillan.
  • Nguyen, T. H. (2014). A study on re-enroll intention toward Advanced level of higher education for international students in Taiwan [Doctoral dissertation]. National Pingtung University of Science and Technology, Taiwan.
  • Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460–469. https://doi.org/10.1177/002224378001700405
  • Oliver, R. L. (1999). Whence customer loyalty? Journal of Marketing, 63(4_suppl1), 33–44. https://doi.org/10.1177/00222429990634s105
  • Osman, A., & Saputra, R. (2019). A pragmatic model of student satisfaction: A viewpoint of private higher education. Quality Assurance in Education, 27(2), 142–165. https://doi.org/10.1108/QAE-05-2017-0019
  • Park, C. W., Maclnnis, D. J., Priester, J., Eisingerich, A. B., & Iacobucci, D. (2010). Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. Journal of Marketing, 74(6), 1–17. https://doi.org/10.1509/jmkg.74.6.1
  • Ravindran, S., & Kalpana, M. (2012). Students' expectation, perception, and satisfaction towards the management educational institutions. Procedia - Economics and Finance, 2, 401–410. https://doi.org/10.1016/S2212-5671(12)00102-5
  • Rodríguez-Gómez, D., Meneses, J., Gairín, J., Feixas, M., & Muñoz, J. L. (2016). They have gone, and now what? Understanding re-enrolment patterns in the Catalan public higher education system. Higher Education Research & Development, 35(4), 815–828. https://doi.org/10.1080/07294360.2015.1137886
  • Rojas-Méndez, J. I., Vasquez-Parraga, A. Z. V., Kara, A., & Cerda-Urrutia, A. (2009). Determinants of student loyalty in higher education: A tested relationship approach in Latin America. Latin American Business Review, 10(1), 21–39. https://doi.org/10.1080/10978520903022089
  • Shahijan, M. K., Rezaei, S., & Guptan, V. P. (2018). Marketing public and private higher education institutions: A total experiential model of international student's satisfaction, performance, and continues intention. International Review on Public and Non-Profit Marketing, 15(2), 205–234. https://doi.org/10.1007/s12208-018-0198-2
  • Sharabati, A., Alhileh, M., & Abusaimeh, H. (2019). Effect of service quality on graduates' satisfaction. Quality Assurance in Education, 27(3), 320–337. https://doi.org/10.1108/QAE-04-2018-0035
  • Snijders, I., Wijnia, L., & Rikers, R. M. J. P. (2019). Alumni loyalty drivers in higher education. Social Psychology of Education, 22(3), 607–627. https://doi.org/10.1007/s11218-019-09488-4
  • Songsathaphorn, P., Chen, C., & Ruangkanjanases, A. (2014). A study of factors influencing Chinese students' satisfaction toward Thai universities. Journal of Economics, Business and Management, 2(2), 105–111. https://doi.org/10.7763/JOEBM.2014.V2.107
  • Subrahmanyam, A. (2017). Relationship between service quality, satisfaction, motivation and loyalty: A multi-dimensional perspective. Quality Assurance in Education, 25(2), 171–188. https://doi.org/10.1108/QAE-04-2013-0016
  • Thomas, L. (2011). Do pre-entry interventions such as ‘Aimhigher’ impact on student retention and success? A review of the literature. Higher Education Quarterly, 65(3), 230–250. https://doi.org/10.1111/j.1468-2273.2010.00481.x
  • Tomlinson, M. (2018). Conceptions of the value of higher education in a measured market. Higher Education, 75, 711–727. https://doi.org/10.1007/s10734-017-0165-6
  • Vukasovič, T. (2015). Managing consumer-based brand equity in higher education. Managing Global Transitions, 13(1), 75–90. http://www.fm-kp.si/zalozba/ISSN/1581-6311/13_075-090.pdf
  • Watson, G. F., Beck, J. T., Henderson, M. C., & Palmatier, R. W. (2015). Building, measuring and profiting from customer loyalty. Journal of the Academy of Marketing Science, 43(6), 790–825. https://doi.org/10.1007/s11747-015-0439-4
  • Woyo, E., Halimani, H. O., & Gwavuya, F. (2014). Brand reputation management within the higher education sector: A review of the literature on higher education brand reputation management. International Research Journal of Marketing, 2(1), 1–8. https://doi.org/10.12966/irjm.02.01.2014
  • Woyo, E., & Slabbert, E. (2020). Unpacking the motivations, satisfaction and loyalty of tourists travelling to a distressed destination. Anatolia. https://doi.org/10.1080/13032917.2020.1794919
  • Wymer, W., & Rundle-Thiele, S. (2016). Supporter loyalty: Conceptualization, measurement, and outcomes. Nonprofit and Voluntary Sector Quarterly, 46(1), 172–191. https://doi.org/10.1177/0899764014564579

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Academic Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

Obtain permissions instantly via Rightslink by clicking on the button below:

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form. For more information, please visit our Permissions help page.